If I had to guess, I'd say that this initiative has little-to-nothing to do with finding a fresh new face to represent the label and practically everything to do with earning free social media buzz and Internet publicity.

Well you got me, Marc: It's working. You win.

I'm writing a post about your stupid gimmicky stunt and hating myself a little for it — which in fashion terms, is mission accomplished, right? To get people to buy into whatever you're selling against their better judgment. Amazing. GENIUS BRAND.

Here: my cat wanted to participate and I don't know how to say no to him. Carl accepts all terms and conditions: